A quick glance at the numbers reveals that Glenwood Townhomes in San Dimas, California, is not your everyday residential re-roofing project. Featuring 185 units plus a clubhouse, standalone garage and park restroom building, and requiring the installation of 250,000 square feet of shingles, the project is expansive in scope, to say the least. But for nearly 40 years, La Rocque Better Roofs has enjoyed taking on challenging roofing projects, and the team put a plan in place to take on a very ambitious and complex assignment.

With literally hundreds of homeowners impacted by the re-roofing project, the Glenwood Townhomes Home Owner Association (HOA) board of directors through its property management company, Personal Touch Property Management Company, actively sought a roofing company that had been in business for 20-plus years and, most importantly, was experienced in working with HOAs. Doug McCaulley, owner of Personal Touch Property Management Company, has managed Glenwood HOA for several years and knew he needed a company that was large enough and had the proper labor force to handle the size of the project — and would also be around to honor its warranty.

La Rocque Better Roofs has served customers throughout Southern California since 1981, and approximately 80 percent its business is focused on HOAs. The company has developed a process for effectively managing the multiple parties and considerations involved in HOA remodeling projects. Beyond the HOA board, other parties commonly involved in re-roofing projects include property management companies, roofing consultants, and maintenance and service organizations. From a project management perspective, challenges involved in HOA remodeling projects include dealing with any structural or code-related discoveries that arise once the project begins and minimizing inconvenience to residents.

The HOA board selected the Owens Corning TruDefinition Duration shingle in Desert Tan. Members desired both the aesthetics and the benefits of solar reflectivity. Photos: La Rocque Better Roofs

Labor availability is a key consideration for HOA projects, as such projects require a sizeable labor pool to be available for an extended period. Rory Davis, vice president of HOA Sales at La Rocque Better Roofs, says a readily available roofing team was a key factor in the selection of La Rocque Better Roofs for the project. “We do not subcontract our workers and work with a team of 75-110 people, depending upon the time of year, so that the project stays on schedule,” says Davis.

While project management skills, logistical know-how and labor are all required for HOA projects, the most important element in a re-roofing project is satisfying the homeowners living in the community. All these considerations went into La Rocque Better Roofs’ approach to the re-roofing of Glenwood Townhomes.

A Customized Approach to Roof Removal

The design of the Glenwood Townhomes community presented some structural challenges. Detached garages adjacent to each building blocked access for workers during the removal process. La Rocque Better Roofs found a way to resolve this challenge, investing in customized, extra-wide, sturdy walk boards to bridge the distance between the homes and garages. The walk boards allowed roofers to remove roofing from the home and then walk the removed materials directly into the truck. “Walking the debris right to the truck was a big plus, because materials didn’t touch the ground and didn’t come into contact with mature shrubs and landscaping,” says Guy La Rocque, president and CEO. “It was reassuring to homeowners to know that nails and debris wouldn’t be dropped in their yards and exterior living areas.” The system also supported efficiency. La Rocque estimates the walk boards reduced tear-off time by four to five hours per building.

“Safety and efficiency on all of worksites are key factors in being a successful and sought-after company,” La Rocque states. “The rules and requirements are constantly changing with OSHA, and it’s our responsibility as the management team at La Rocque Better Roofs to make sure all our employees are always up to date with the latest information. Our weekly Tailgate Safety Meetings as well as our monthly safety and education meetings help us maintain a level of awareness. It’s one thing to be educated in OSHA’s safety requirements; it’s another thing to implement and monitor these safety procedures on our jobsites.”

Surprises are not uncommon when remodeling mature properties. During the re-roofing project, some fireplaces in the community were found to be unstable. La Rocque Better Roofs worked with city permitting officials and engineers to retrofit the fireplaces so that they remained safe and functional without requiring a complete tear-down and rebuilding of the fireplaces.

Communication and the “Contractor Bubble”

Among the many steps La Rocque Better Roofs employed to simplify the process, Guy La Rocque says communication with residents was especially valuable. “We scheduled after-hours meetings with the residents to keep them informed about the project, answer their questions and let them know what to expect,” he says. “Over the years, we’ve found the best thing you can do is get homeowners involved. You can never communicate enough, so we let residents know what time our crews would be on site, where the crews would be working and what we expected to accomplish. “

Crews from La Rocque Better Roofs made sure to protect the landscaping as the project progressed. The company has made working for HOAs its primary focus. Photos: La Rocque Better Roofs

From La Rocque’s perspective, too many contractors operate in a “contractor bubble,” losing sight of other opportunities to add value to both homeowners and the contractor’s business. Listening to homeowners helps open up opportunities that may exist for additional work. “When you get homeowners involved, you get a different perception of what needs to happen,” La Rocque says. “The majority of us are homeowners, but many times we forget the most important thing we want from a contractor is communication.” He adds that the construction industry has suffered from a perception that too often contractors show up and leave whenever they want, leaving the customers in the dark. No one likes to be surprised. Keeping the homeowner informed can go a long way toward achieving more satisfied customers and generating more referrals.

Davis says that communication has never been more important than today, in the era of social media. “Yelp has become the new Better Business Bureau,” he says. “Social media provides more opportunities than ever before for consumers to either pat us on the back or criticize us.”

Changing it Up

The Glenwood Townhomes community was built in 1973, and the roof replacement provided an opportunity to introduce trending colors and technology improvements to residents’ roofs. The HOA board wanted to select a color that would lighten up the overall look of the community and also take advantage of solar reflectivity. The HOA selected the Owens Corning TruDefinition Duration shingle in Desert Tan.

Asked about the shingle manufacturer’s involvement in the project, Davis says manufacturers’ reps can make a big difference. “Availability is key, and a willingness to bring samples onsite or address any problems that come up is critical. You learn a lot by how a manufacturer deals with any problems that arise. We may go years without a problem, but when something happens, we want someone who will step up,” he says. He also likes the Owens Corning Sure Nail technology and says the strip that ensures optimal placement of each nail is a plus.

HOA projects are not for every contractor. But through planning, establishing strong relationships with engineers, permitting organizations and other partners, thoughtful approaches to on-site challenges and most importantly, listening to customers, HOAs present an opportunity for contractors to take on projects of size and style.

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July/August 2019

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Roofing is a national publication that unravels, investigates and analyzes how to properly design, install and maintain a roof system. Through the voices of professionals in the field, Roofing’s editorial provides a unique perspective.